Sales & Marketing

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Sales & MarketingSatisfy NeedsPosition in OrganisationDifference between Sales & Marketing

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NeedsFood and WarmRelationshipsEsteem & Self esteemBelongings

People buy to satisfy needs

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Commercial needsPayback/ROIFunctionalityEsteem

BuildingsClothesCars

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Position in OrganisationChairmanManaging DirectorMarketing Director

AKA Sales Director, Sales and Marketing Director

Finance DirectorProduction DirectorIT DirectorHR Director

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Sales ProcessSuspects

Need qualifyingProspects

Have budget and project in mindCustomers

Placed ordersSales Funnel

Many suspects, fewer prospects, even fewer customers

Sales Forecasting (0% to 100%)

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Sales TechnologiesContact Management SystemsCustomer Relationship ManagementInternetCall Centre

InboundOutbound

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ChannelsDirect SalesMail

Order/Magazines/Newspapers/CataloguesTelephone Order (MOTO)DealersDistributorsWholesalersRetailersInternet

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MarketingExploring the market

Influencing the market

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MarketingAdvertisingDatabase MarketingMarket ResearchChannels

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AdvertisingCorporate Advertising

Stress Financial StabilityLeading Technologies Stress Leadership

Product/Service AdvertisingImmediate & Measurable Effect on SalesProduct AwarenessPromotions

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Database MarketingDemographics (ABC)Mailing Lists

TargetingReduce Costs, Irritation to Potential Client

Large DatabasesElectoral RollTelephone DirectoriesMagazine and Club, Store card membershipsCross-Correlation

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Market ResearchSamplingQuestionnairesStatistical Analysis

Focus GroupsSelected PeopleDetailed Analysis

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ChannelsPrint

NationalsLocalsMagazines

TelevisionInteractive

InternetMarketingInteractive

Billboards

RadioSponsorship

Worldwide - LocalEndorsements

David BeckhamSeminarsExhibitions

Windows 2001Conferences

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Marketing ProcessTo measure effect of advertising

Recall messageIncreases in Sales

Generate Leads for Sales ForceCouponsInternet ResponseInbound Calls

Companies measure effectiveness

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Marketing TechnologiesDatabase Management SystemsStatistical Analysis PackagesInternetKiosksCall Centres

IntegratedVoice RecognitionPredictive DiallersInbound Routing

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Sales and Marketing Sales

Very MeasurableStill individualisticShort Goal

OrientatedSome

computerisationSome process

MarketingCloudy to say the

leastBehind the scenesStrategicComputerisedHighly processed

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